Wow, if you ever had the question how to make an APS-C sensor camera as expensive as possible than Hasselblad finally gave you the answer. They just announced a 24 Megapixel APS-C sensor mirrorless camera with Sony E-mount! The camera uses the same Sony NEX-7 sensor and costs…5.000 Euro! It will be available in black, silver or titanium colors and four types of wood grip (beech, olive, pear or mahogany). I can already see the long store lines of people to buy this….Saudi Arabians, Rich Golf Players, Hedge Fonds managers, Mitt Romney…

The good news is:1) We finally have a second camera maker on board of the E-Mount system (Although the first camera is nothing else than a NEX-7 with a lot of expensive materials around it). Hasselblad said that there will be: “new products for DSLR and compact camera segments”2) That’s the most intriguing point. Hasselblad leads the medium format market. And this could be a key partnership to develop FF or MF DSLR or Mirrorless cameras. Imagine a Hasselblad XPAN (here on eBay) alike mirrorless camera! That yes would make me grab a credit card…until I realize that I will never have the money to buy this.

Hasselblad and Sony usher in a ‘new dawn’ with a long-term partnership that will enable the high-end medium format camera manufacturer to diversify for the first time into new market segments.

The Swedish company Hasselblad, pioneer and developer of the H System, the world’s most advanced medium format digital camera system – used by top professional photographers all over the world – has decided to work with Sony Corporation to cultivate new markets for photo enthusiasts and consumer digital imaging products. Hasselblad is keen to expand and develop its product portfolio to include a new range of advanced mirrorless interchangeable lens cameras (a.k.a. compact system camera), which will be followed by new products for DSLR and compact camera segments.

Hasselblad and Sony have agreed further on plans for the two organisations to work together in efforts to achieve technical and engineering breakthroughs in various photographic technology challenges.

Said Dr. Larry Hansen, Hasselblad Chairman and CEO: “Following talks with Sony – the key player in the serious photographer and enthusiast market spaces – we are delighted to announce the emergence of a new dawn for Hasselblad. This partnershipwill enable us to access an area of the photographic sector, which we have never reached out to before, by tapping on Sony’s excellent state of the art technology and spirit of ground breaking innovation. Owning a Hasselblad, made in Sweden, will no longer be just a dream for many photographic enthusiasts.”

Shigeki Ishizuka, President, Sony Digital Imaging Business Group, added: “This is a very exciting partnershipbecause Hasselblad’s loyal customers with deep attachment to this prestigious photography brand get familiarised with Sony’s industry-leading camera technologies. We believe that we can further enhance our digital imaging development and manufacturing expertise through this partnership, so that we will be able to offer increasingly attractive products to our customers for years to come.”

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